From 2017 to 2020, there has been a 48% increase in new product launches globally for hard surface cleaning products that claim “odor neutralizing” properties, according to Mintel. Underlying this increased demand are consumers who expect the “feel of clean” to be represented through the “smell of clean.” In other words, elimination of malodor has become a salient expectation from the cleaning process.   Traditional approaches such as disinfection can reduce malodor but can come with undesirab...